What was your favorite campaign of the year? Why?
Cree Lawson: Volkswagen's Crash creative that took another advertiser's logo and "crashed" it off the screen. In our case it was Amazon.com or Priceline. Advertising that didn't take advertising so seriously. Nice to see some humor in an online medium that's getting so serious.
Edwards: Dove's "Make Over" viral video. It's ideal programming for the on-demand, internet viewer: short, transparent, compelling and pitching nothing. Rather than an ad unit selling soap, it's an ad unit that's warning you not to fall for advertising sales pitches. It feels important and authentic -- so we watch it and we send it to friends -- and it's also 100 percent consistent with Dove's "real beauty" brand positioning.
What campaign had the best use of mobile?
Lawson: British Airways/Agency.com's Britspeak campaign allowed users to SMS a term to another person for a translation. This was a great KISS method of cross-media campaign. It leveraged user-generated content but required very little contribution on behalf of the user.
What campaign had the best use of email?
Brad Berens: I loved The CareerBuilder.com "Monk-e-Mail" campaign, which empowered users to send customized email from a website that featured simian avatars. Oddcast powered the technology. It's engaging, funny, hugely viral and uses email to promote CareerBuilder without clogging up people's inboxes. An effective online brand play.
What campaign featured the best use of viral?
Philalithes: A memorable viral campaign was created through leading entertainment players' innovative use of popular social networking site, MySpace. During the summer of 2006, it became increasingly popular for movie characters to come to life through MySpace. Many characters, including the cast of teen hit "John Tucker Must Die," had a MySpace page that anyone could visit and interact with on a personal level. Characters could be added to large social networks. You couldn't ask for a more engaging method of viral marketing.
What campaign featured the best use of user-generated content?
Sam Huxley: The "Pursue It" promotion for the Sony Pictures film, "The Pursuit of Happyness" was notable in that it structured the user-created video around the central themes of the film in order to win internships at companies ranging from the NFL to the Gap. The finalists also videoblogged their experience via Grouper, and the excitement they feel is genuine, which separates it from the "create our ad"-type campaigns.
Lawson: MMG/Nature Valley "Where's Yours?" campaign allowed users to plot their favorite points on a map that expanded outward from a banner. Again, this was a great KISS method of gathering user-generated content. It leveraged user-generated content but required very little contribution on behalf of the user.
Berens: I thought that Chevy Tahoe was a well-conceptualized campaign that got some wrong-headed industry press. Yes, approximately one in six of the user-generated ads were negative, but Chevy knew that going in and didn't try to twist the results or censor the negative. The brand deserves kudos for understanding the realities of social media -- you simply cannot silence people without it blowing up in your face -- and assuming a leadership role.
What campaign had the best use of video games?
Epstein: The Jeep campaign in Tomb Raider Legend from Eidos was an excellent example of how a brand/product could be effectively integrated into a video game, in this case a multi-platform one.
Philalithes: Burger King continues to relate to customers on new levels. With this November's release of the video game "Sneak King," users can play as mascot "the King." You've got to admit, though, it's a big product placement game; for something that's being given out with a BK value meal, it impressively serves the purpose of engaging today's kids.
Which campaign garnered attention but shouldn't have?
Hespos: Ford's "Bold Moves" campaign. I thought they were moving in a good direction with respect to making some admissions and listening to the customer. I think they nailed the part where they admitted their weaknesses and openly faced some very real business possibilities, but I think they whiffed with respect to listening to the customer. Ford really needs to show people they're listening through online channels, and show people what they're doing with suggestions made by Ford enthusiasts and people who would be Ford enthusiasts if Ford actually listened.
Which campaign was overlooked?
Lawson: American Express/Digitas' Going Once campaign that auctioned off luxury items. The most creative "giveaway" of the year. Kept user-generated content simple by exploiting a known online behavior pattern-- online bidding in auctions.